Digital outdoor business Val Morgan Outdoor has rebranded to VMO as looks to position itself as the leading digital outdoor operator.
The rebrand of VMO, which has been a division of the Hoyts Group since 2008, includes a new logo and website. VMO operates only digital sites and focuses on path to purchase environments.
The company’s key offerings include: VMO Shop, which covers its largest portfolio of digital screens in 380 shopping centre environments; VMO On-the-go, a network of digital formats in more than 350 petro locations; VMO Work, the New Zealand-based business of digital screens in working environments and; VMO Lab, which offers creative digital solutions that bring ideas and innovation to life in meaningful ways.
Managing director of VMO, Anthony Deeble said: “The time for us to evolve our brand is now. Digital outdoor has experienced enormous growth over the last two years and is a structurally advantaged advertising medium, positioned for further growth. Our relaunch is critically timed to support category and company growth, and prepare the business for further expansion.
In December DART’s technology was used by Mondelez, in collaboration with Carat, Posterscope, and Amnet, as part of a campaign for Cherry Ripe. The campaign, run across Val Morgan Outdoor’s Pump TV network, was the first national campaign to use real time audience measurement to drive live, time targeted ad serving in the OOH space.
The functionality allowed for the overlaying of historical data to identify when the Cherry Ripe target audience, men and women aged 17-35, would most likely be paying attention to the screen at the petrol bowser.
Nicolette Onsley, VMO’s director, marketing explains: “VMO needed a brand that would pull all of its products together and make it easier for buyers and creatives to understand our verticals, formats and capabilities. We wanted to do that through highly visual images of our sites and really emphasize our 100 per cent digital nature whilst appealing to our audiences.’
‘We’ve placed a strong focus on creativity and innovation. We want to emphasise our desire to work with advertisers on their campaigns so that they can best use the medium for impact and engagement with their audiences.’